I was talking to a new startup yesterday and they shared their marketing ideas and I was surprised to see the broad net they were casting and hoping to catch their customers. Running a bunch of FB and Google ads that are not targeted won’t get you the right customer and not knowing what exactly are you selling will also give you bad results. It’s not the platforms that don’t deliver its your approach.
“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.” – Brain Halligan, Founder of Hubspot
There are many tools today that can help you understand where your customers are looking and what are they interested in. You can crowdsource purchase intent, you can target and retarget your audience, you can geo and interest target your ideal customers.
Once you have figured out how to connect with them, you need to also figure out what value are you adding? I don’t believe that your product’s features or price point is as important anymore, is about HOW your product or service offers value or solves a customers problem.
As an example, in the case of my latest investment in Bwell Fitness, while our services are fitness classes, one-on-one training and amazing custom meals, what we are really offering our clients is the opportunity to move past their comfort zone and create a new belief system of success that comes small wins in the gym .. and in doing so, use the successes in the gym in other areas of their lives. It’s an incredible mental transformation. That’s what we are selling. The services are how we backup up offer.
Hope this helps! Reach out if I can help with your business or project.
– with love